Italians Celebrate Fourth World Cup Title

While many American commentators continue to diss soccer, ABC’s 8.6/19 overnight Nielsen rating for the Italy-France final is on par with what many top U.S. sports properties attract for their marquee events, and it goes a long way to show there is an audience for the sport in this country. Meanwhile, McDonald’s has extended its FIFA sponsorship through the 2014 World Cup, and attention now turns to South Africa's preparations for 2010.

Turning The Corner
With Montoya on the way and Danica talking to teams, NASCAR looks to diversify driver base.

No I In Team
IMG exiting team sports athlete representation.

One Up, One Down
NBC sees ratings spike for men’s final, drop for ladies'.

Cutting Horses
Breeders’ Cup, NTRA cutting personnel, admin costs by 40%.

Big River
PNC hoping for up to $1M in exposure via MLB All-Star festivities.

Foxy Brown
UPS to remain primary sponsor of Dale Jarrett next year at Michael Waltrip Racing.

Tip Of The Iceberg?
Testimony in insurance case provides some of the most serious doping allegations against Armstrong to date.

Triple Jump
Magic, Kings, Sonics all hoping current talks result in new arenas.

Burnt Orange
IRL team co-owned by Carmelo Anthony shuts down.